The Energy Drink Industry Red Bull Gmbh - 1193 Words

In 1997, the lives of millions of Americans changed after the consumption of one special beverage owned by an Austrian drink company, Red Bull GmbH. Red Bull was founded by International Marketing Director, Dietrich Mateschitz, in the mid 1980’s, who partnered with Thai manufacturer, Chaleo Yoovidhya, who had been selling his caffeinated beverage (KratingDaeng) in Thailand since 1976. Originally selling at $2.19 per 8 ounce can, Red Bull was marketed in the United States as an alternative to soft drinks created by Pepsi and Coca-Cola. Not only did people find this drink an excellent alternative to typical caffeinated beverages, the introduction of this refreshment created the start of the highly marketable and extremely competitive energy†¦show more content†¦2) Global expansion is an important strength within this industry because consumers around the world have so much to achieve in a world where so many feel that there is â€Å"not enough time in a day.† Thr ough consumption of energy drinks, it allows people around the world to fight their body’s desire for rest and provides just enough extra energy to get them through their day. Weaknesses are also very prevalent within this industry: 1) Pricing is a large factor in terms of high consumption rates of energy drinks. Red Bulls are sold at almost double the price of soft-drinks, a small cup of coffee, and other beverages with the same caffeinated abilities. Because of their prices, Red Bull must be sure that they are selling a product that is worth the cost. 2) Energy Drinks are typically focused on younger generations (young adults/athletes) and those that live extremely active lifestyles. This means that there are at least 2 other generations that typically have no interest in consuming the product. 3) Non-organic energy drinks in large consumption can be detrimental to the body causing health issues if not taken in moderation. Many people that use these products consistently ca n become addicted to the caffeine, leading their body becomes dependent on the extra caffeine and sugars which can